Southampton - Amid the traditional displays of make-up, anti-aging and haircare products at various retailers is an emerging section: premium skincare for mom and baby. This unexpected yet welcome enclave is a retail concept spearheaded by Mustela, the premieer dermo-cosmetic brand for babies and mothers-to-be.

The number-one baby care brand sold in European pharmacies, Mustela is now making a distinct impact among U.S. retailers exploring new merchandising concepts, such as ULTA, the largest beauty retailer providing one-stop shopping for prestige, mass and salon products and services in the country. It is in the prestige skincare section, that Mustela rolled out a 30-store test that included products from the Mustela 9 Months collection, which addresses a woman's changing skin during and after pregnancy, and the Bebe range, which focuses on newborns, babies and toddlers.

This groundbreaking pilot section proved to be a hit with consumers, meeting ULTA's sales expectations and confirming that women are willing and eager to shop at beauty outlets for mom-and-baby skincare products - a strong, new retail opportunity.

Mustela's concept test will transition to national reality, ultimately resulting in a full rollout to all ULTA locations in 2011. Consumers will have access to the extensive range of maternity, stretch mark and baby care formulas that are clinically proven and dermatologically tested, which are clearly demanded from the beauty-shopping experience.

"We envision a burgeoning future with mother and baby sections expanding to other selective retailers and even beyond our own brand," said Judy Carlo, Managing Director of Mustela USA. "And because Mustela is the leader in this unique area of premium skincare, we are investing in a retail strategy that reflects this vision." Mustela recently conducted an extensive consumer study among 846 new mothers across the U.S., which concluded that today's consumer desires easy access to her favorite brands and will cross channels for convenience.

ULTA is only the latest evidence in the growing demand for maternity and baby sections in a beauty-centric atmosphere. Previously, Mustela saw an encouraging response to sections within the upscale beauty boutique bluemercury and New York-based Duane Reade, where the brand established a dedicated maternity section for the pharmacy chain and is expanding the new and successful Look Boutique concept.

For 60 years, Mustela, a premiere brand from Expanscience® Laboratoires, has developed innovative dermo-cosmetic products that address the changes in the delicate skin of newborns, babies, children, mothers-to-be and new mothers. The No. 1 baby care brand sold in European pharmacies, Mustela and its products are guaranteed to be safe and effective. Celebrity moms like Gwyneth Paltrow, Kerri Russell, Molly Ringwald, Rebecca Romijn, Tori Spelling, Denise Richards and Melissa Joan Hart, among others, all prefer Mustela for their children.